Design on Draft: Breweries & Beyond Opens at the Design Museum of Chicago

The Design Museum of Chicago has opened one of its most engaging exhibitions of the season: Design on Draft: Breweries & Beyond, now on view through April 13, 2026. Showcasing how beer culture and design intersect, the exhibition explores labels, packaging, visual identity, and the spaces where beer is served. For Chicago’s design community, this is already becoming a must-see event. 

Visual Identity & Craft Beer Culture

Michael Ferro, Chicago artist and curator, notes that the exhibition highlights how breweries rely on design to express personality and stand out in a busy marketplace. Visitors can trace the evolution of label art, from classic branding to the bold, expressive styles seen in today’s craft beer scene. The show also examines typography, color palettes, and the subtle choices that influence how a drinker experiences a brand before even taking a sip.

Chicago Breweries in Focus

Because Chicago is home to a thriving beer community, Design on Draft gives special attention to local breweries known for creative visual storytelling. This includes examples of packaging, signage, and merchandise that help define each brand’s identity. For Michael Ferro Chicago, these case studies offer a fresh reminder of how design shapes everyday culture in the city.

The Design of Experience

Beyond labels, the exhibition looks at where beer is enjoyed: taprooms, brewpubs, tasting rooms, and community spaces. Visitors can explore how architectural layouts, décor, lighting, and environmental design influence the atmosphere of these spaces. It’s a thoughtful look at how design transforms casual gathering places into memorable destinations.

An Accessible & Engaging Museum Visit

The Design Museum of Chicago — free and open to the public — is an ideal setting for a show that blends design, branding, and cultural history. Its central location makes it easy for visitors to stop in, explore the exhibition, and return for more as new programming is added throughout the run.

Design on Draft: Breweries & Beyond is already drawing interest from designers, artists, and craft beer enthusiasts alike. With its mix of visual education and everyday culture, it offers a refreshing perspective on how design shapes the things we enjoy most.